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Afp data aug2013_final
 

Afp data aug2013_final

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  • Increased Sample size Orgs: 48 to 1,275 orgs Events: 1,845 to 28,000 events
  • Are you providing your fundraisers with the tools they need to be multi-channel?Expand other to include new technologies like video, traditional resources like phone and in person, highlight the surge of fundraisers hosting their own events.Stress the importance of the personal fundraising page text as no matter the channel donors are directed to this page to make an online donation.
  • Highlight that as donation forms are becoming more sophisticated in their gift arrays and integration of mission components may be changing donor behavior. There are few forms that continue to default to $25,$50, $75 and $100. Stress the importance of continually testing and analyzing your donation form asks.
  • If the average participant solicits 5 donors then there are 5 times as many donors visiting our websites than participants and their experience should be just as optimized. Key takeaways: make your donation forms one step, test the user experience from entry point, and develop strategies to cultivate donors after event.
  • It is no surprise returning participants will raise more than new participants. Let’s strategize on how we can increase our retention efforts to ensure more of our participants are coming back.
  • Your recruitment strategies should include retention and acquisition plans and your retention plan starts event day and continues all year round.
  • Team captains outperform in every category – what are you doing to cultivate them differently?
  • Team Captains are your event’s super heroes. How are you recruiting, cultivating, rewarding and communicating with them different than the rest of your participants. What tools do they need to be successful?Highlight the importance of teaching your Team Captains to delegate and recruit co-captains so they don’t burn out.
  • Only 11% of this organization participants self donate online, which identifies a huge opportunity to promote self donation.
  • 49% their participants update their page
  • 20% send any email9% 10 or moreThose who send or more emails raise 10 times more

Afp data aug2013_final Afp data aug2013_final Presentation Transcript

  • 8/7/2013 Footer 1 DATA IN THE REAL WORLD Making Sense of the Big Data Trend at Your Non-Profit Prepared by Scott Gilman and Nancy Palo
  • 8/7/2013 Blackbaud Confidential 2 ABOUT SCOTT
  • 8/7/2013 Blackbaud Confidential 3 ABOUT NANCY
  • 8/7/2013 Blackbaud Confidential 4 June: 6.4 pounds August: 6.1 pounds
  • 8/7/2013 Blackbaud Confidential 5 • How is Big Data being applied in the nonprofit space? • What does segmenting really mean? • How can use testing to improve our efforts • How does data relate to your organization’s events WHY WE’RE HERE
  • 8/7/2013 Blackbaud Confidential 6 Data has a bad reputation - but it shouldn't “Use of the word 'data' can be misleading. It makes people think it's all about statistics and spreadsheets and can be off-putting. I prefer the term 'evidence', of which quantitative data is a part." THE WHAT AND WHY Source: James Noble, professional social researcher at New Philanthropy Capital (NPC)
  • 8/7/2013 Blackbaud Confidential 7 Know what you’re using data for. "I think people can get caught up in data or visualization for its own sake. You have to be clear about what question you're trying to answer before you set up your data collection and analysis activities.” THE WHAT AND WHY Source: Mike Thompson, senior consultant at mySociety.
  • 8/7/2013 Blackbaud Confidential 8 Data is the future. "For charities the possibilities are huge, ranging from internal data analytics to measure efficiency, external data metrics to measure effectiveness and big data to look at opportunity and bench marking.” THE WHAT AND WHY Source: Richard Craig, chief executive of the Charity Technology Trust.
  • 8/7/2013 Blackbaud Confidential 9 • Web Traffic Monthly visitors; unique visitors, pages per visit Month Over Month Change; Year Over Year Change • Conversion Rate New organic registrants, e-mail capture rate Month Over Month Change; Year Over Year Change • House-file Health Total file, Usable file, Percent Usable, Opt-outs Month Over Month Change; Year Over Year Change • Online File Composition Online donors, Percent of file who are donors Month Over Month Change; Year Over Year Change • Fundraising / Online Revenue Overall total, Number of Gifts, Average Donation Amount, First Time Donors, Repeat Donors, Gifts over a certain amount Month Over Month Change; Year Over Year Change MONTHLY DASHBOARD: WHAT TO TRACK
  • 8/7/2013 Blackbaud Confidential 10 • E-mail Performance Open rates, click-through rates, response rates • Monthly Giving Number of monthly donors, Number of new monthly donors, amount given, average gift size Month Over Month Change; Year Over Year Change • Advocacy Total number of advocates, new advocates, donations by advocate Month Over Month Change; Year Over Year Change • Revenue Per E-mail Address Year Over Year Change MONTHLY DASHBOARD: WHAT TO TRACK
  • 8/7/2013 Blackbaud Confidential 11 NEWSLETTER CLICK-THROUGHS Lead Story: X Feature Story: Y Article Referenced in Subject Line: Z
  • 8/7/2013 Blackbaud Confidential 12 MOTIVATION: PROFILE-DRIVEN COMMUNICATION
  • 8/7/2013 Blackbaud Confidential 13 EMAIL APPEAL TESTING: EMAIL • Wolf-focused tone increased donation rates by 29% in one segment Wolf copy focus: 0.17% donation rate Match copy focus: 0.13% donation rate
  • 8/7/2013 Blackbaud Confidential 14 RECENT MONTHLY NEWSLETTER Open Rate Click-through Rate Un-subscribes Overall 60,270 21.43 2.65% .21% Benefit Events 5,041 26.7% 4.19% 0.26% Bicycling 284 35.56% 5.63% 0 Birding/Wildlife 272 38.97% 7.72% 0 Conservation 59,546 21.37% 2.65% 0.19% Monthly Newsletter 9,792 27.39% 4.15% 0.27% Cultural Activities 8,945 28.02% 4.21% 0.31% Events and Cultural Activities 421 38.24% 7.36% 0 Free Events 9,056 28.05% 4.21% 0.33% Kids & Family Activities 8,981 27.9% 4.3% 0.31% Nature & Horticulture 9,269 28.41% 4.47% 0.3% Pets 9,887 27.06% 3.99% 0.29% Recreation & Sports 4,145 25.86% 3.91% 0.24% Sports & Leisure 347 36.6% 6.92% 0
  • 8/7/2013 Blackbaud Confidential 15 DONATION PERFORMANCE BY GROUP Group 2011 2012 % Who Gave Gifts Total Avg. % Who Gave Gifts Total Avg. Benefit Events 4.61 426 $72,955 $171.26 5.33 514 $93,196 $181.31 Bicycling 15.91 82 $13,405 $163.48 15.66 73 $16,895 $231.44 Birding/Wildlife 16.45 79 $12,271 $155.33 17.48 92 $17,991 $195.55 Conservation 2.97 5,221 $915,957 $175.44 3.23 5,690 $1,011,721 $177.81 Monthly Newsletter 5.49 925 $164,603 $177.95 5.86 1,022 $212,907 $208.32 Cultural Activities 5.48 847 $144,568 $170.68 5.94 941 $192,037 $204.08 Events and Cultural Activities 14.5 115 $14,856 $129.18 15.31 130 $21,350 $164.23 Free Events 5.36 851 $147,343 $173.14 5.82 954 $194,312 $203.68 Kids & Family Activities 5.62 863 $148,468 $172.04 5.94 948 $197,212 $208.03 Nature & Horticulture 5.94 933 $158,260 $169.62 6.25 1,001 $202,953 $202.75 Pets 4.82 865 $146,669 $169.56 5.3 975 $196,778 $201.82 Recreation & Sports 2 141 $22,085 $156.63 2.25 172 $27,586 $160.38 Sports & Leisure 16.53 98 $15,820 $161.43 13.47 85 $17,251 $202.95
  • 8/7/2013 Blackbaud Confidential 16 GROUP PERFORMANCE (ONLINE ONLY) Group (Group Size) 2011 2012 Gifts Amounts Avg. Gifts Amounts Avg. Appended E-mails Fall 2009 705 $62,301 $88.37 668 $65,892 $98.64 Not Appended E-mails Fall 2009 13,446 $1,087,742 $80.90 10,906 $1,047,730 $96.07 All December Only Donors 2,185 $392,631 $179.69 2,311 $480,449 $207.90 December 2011 Donors Only Gave in 2011, but only in December 1,701 $355,407 $208.94 956 $262,662 $274.75 December 2012 Donors Only Gave in 2012, but only in December -- -- -- 1,720 $415,655 $235.10 Advocacy Participants 285 $35,880 $125.89 222 $31,037 $139.81
  • 8/7/2013 Blackbaud Confidential 17 OPTIMIZING TRAFFIC TO POPULAR PAGES
  • 8/7/2013 Blackbaud Confidential 18 • Single page vs. Two page form • Horizontal vs. Vertical ask string • Location of trust logos • Charity Navigator, BBB, VeriSign, etc… • No extra navigation on the page • Donate button size and color • Intro text, imagery, etc… DONATION FORM TESTING IDEAS
  • 8/7/2013 Blackbaud Confidential 19 IN SUMMARY Small changes to donation forms can have a big impact. • Do you have a VeriSign logo? • Are you asking for too much information? • Do you have mission oriented copy included?
  • 8/7/2013 Blackbaud Confidential 20 THE REPORT
  • 8/7/2013 Blackbaud Confidential 21 USING DATA TO DEVELOP FUNDRAISING EVENT STRATEGIES
  • 8/7/2013 Blackbaud Confidential 22 BENCHMARKS AND USER BEHAVIORS
  • 8/7/2013 Blackbaud Confidential 23 WHAT IS IN THE P2P BENCHMARK REPORT? P2P Analysis Overview • 1,275 organizations & 28,000 events • Events from Jan 1, 2010 to Dec 31, 2011 • TeamRaiser and FAF Platforms • Metrics listed in Median Values
  • 8/7/2013 Blackbaud Confidential 24 KEY FINDING: PARTICIPANTS ARE MULTI-CHANNEL COMMUNICATORS While number of emails sent were down, online fundraising was up! Participants are using truly multi-channel fundraisers.
  • 8/7/2013 Blackbaud Confidential 25 Email Mail Social Media Other MULTI-CHANNEL COMMUNICATIONS STRATEGY
  • 8/7/2013 Blackbaud Confidential 26 KEY FINDING: AVERAGE GIFT AMOUNT
  • 8/7/2013 Blackbaud Confidential 27 DONATION FORM STRATEGY
  • 8/7/2013 Blackbaud Confidential 28 KEY FINDING: RETURNING VS. NEW PARTICIPANTS
  • 8/7/2013 Blackbaud Confidential 29 Retention Event Day Post Event Year Round Segmented RETENTION STRATEGY
  • 8/7/2013 Blackbaud Confidential 30 KEY FINDING: TEAM CAPTAINS OUTPERFORM IN EVERY CATEGORY
  • 8/7/2013 Blackbaud Confidential 31 TEAM CAPTAIN FOCUSED STRATEGIES
  • 8/7/2013 Blackbaud Confidential 32 THREE ONLINE BEHAVIORS THAT DRIVE REVENUE
  • 8/7/2013 Blackbaud Confidential 33 SELF DONATION Behavior Fundraising Average Non-Self Donor $69 Self Donor $508
  • 8/7/2013 Blackbaud Confidential 34 UPDATE PERSONAL PAGE Behavior Fundraising Average Page Not Updated $31 Page Updated $205
  • 8/7/2013 Blackbaud Confidential 35 SEND EMAIL Behavior Fundraising Average 0 Emails Sent $52 1-9 Emails Sent $231 10+ Emails Sent $541
  • 8/7/2013 Blackbaud Confidential 36 When in doubt, ask yourself, how is what we’re tracking help us better understand how we’re doing? Do we take what learn, and change or evolve our strategy because of it? If not, think twice. TIPS TO REMEMBER